Live Social: Be Careful Brands, You Will Ruin It For Everyone

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I’m not ashamed to admit that I am an avid user of social media. Aren’t most of us these days?

However, for the last 4 or 5 months I had grown tired of my social media feed. Thoughtless brand adverts, hidden agenda vlogs and false photos with truth covering filters have consumed it.

Combine all these things with fake news and I thought I had just about enough.

Social media didn’t quite give me the same butterflies and tingly sensations as it did when we first met. Something had changed, something was missing from our relationship, I just couldn’t put my scrolling thumb on it.

Enter live streaming.

Wow. It has instantly taken me back to the good old days, when my relationship with social was raw, gritty and real! Live streaming has put the spark back in our relationship.

When I first started using social media, I loved it for the fact that I could interact with real people, in real situations. I saw my friends in their real worlds and it was great. Fast-forward 10 years and my social experience had become so fabricated.

Live social gives me that back, videos with impromptu burps, hilarious slip-ups and not a brand selling me something in sight. Don’t get me wrong; I am still a big advocate of a cheeky filter now and again, I am even quite like target adverts (when done well), but everything in moderation.

I must admit though, I am scared that my raw, gritty, beautiful live social paradise won’t last long. It is only a matter of time before brands start using live social streaming and I for one am dreading it.

There is no doubt that brands will start to push out live content, as I write this piece some brands are already starting to creep in. It is a massively growing channel, why wouldn’t they use it. However, like everything, they need to make sure that their strategy is spot on. I see day in day out so many HUGE brands pushing out thoughtless content on their social channels and it is having a detrimental effect.

So a word of warning from me brands, long live live, a safe haven away from the fake world that exists on our news feeds. Dabble at your peril.

About the author:

A true hybrid, her career to date spans stints at adam&eveDDB, Mr President and Dare; partnering clients to develop multi-award-winning campaigns for John Lewis, Nike, The Body Shop, Bacardi and Sony. Polly is now Managing Director at independent creative agency, Atomic.

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